So I’m trying to pitch and write a MBA case study on the economic and other impact of holding a marathon, with focus on Tokyo, since it just joined the world marathon series. Trying out an introduction and putting down thoughts for rest of the paper.
Joining the Super Elites: Economic and Other Impact of Tokyo Marathon Joining the World Marathon Series
In 2013, only 6 years after its inauguration, Tokyo became the sixth member of the prestigious World Marathon Majors (“WMM”). The other races are: Berlin, Boston, Chicago, London and New York. These are the most prestigious marathons in the world, attracing over 200,000 participants between them. The total prize money tops $1 million, shared between the 6 races.
Marathon races have become big business, with the World Marathon Major series as the top running brand in the world. Major marathons are profit-making as well as boasting millions of dollars of impact on the local economy through visitor spending, sponsorship and increased media exposure. It is also the largest source of fund raising for many charities.
Tad Hayano, the race director of the Tokyo Marathon, wanted to join the World Marathon Majors “to promote the Tokyo Marathon to the world.” The WMM previously had rules for inclusion including a large pro and mass participation, prize money, significant news coverage and a history of 25 years or more. Tokyo Marathon was able to request for, and received an exception to, consideration of the last rule.
The first WMM Tokyo Marathon was April 2013. What, if any, were the impact of WMM membership? What will future races be like? What lies ahead for other regional marathons, in Japan and in the surrounding Asia Pacific region?
- growth in sports participation, focus on running and races — no of races, participation growing exponentially
- economic impact of sporting events — summer olympics
- impact of marathons — NYC, Chicago, London study + even smaller marathons
- economic impact — visitors spending (NYC 2 million visitors), sponsors, vendors, positive marketing
- charitable impact — millions raised for non-profits
- community impact — local schools and clubs participation, volunteers
- how and why tokyo joined marathon majors
- possible and desired impact — prize money, sponsorship, revenue, visitor spending
- runner and world reaction
- knock on effect on other japanese marathons, other asian marathons